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Why do companies need social media guidelines? What are the challenges they meet? With our recent experience in creating the official social media guidelines for UBA (Union of Belgian Advertisers), Hélène Debaisieux, Social Media Consultant at Cleverwood, will shine her light on essential points companies should consider when setting up social media guidelines for their employees.
Citation preview
Writing Social Media Guidelines for Companies
Why you need them and where to
start?
03/10/12
Helene Debaisieux
Friday Session #48
Follow @Cleverwood Use #FridaySession
Plan
1. Introduction o Definition o Why guidelines?
2. How to start with guidelines? o The challenges o The keypoints
3. Cases
4. Conclusion
2
Introduction
3
Definition
These tools have no legal obligations, they are more related to « good practices » encouragement (soft law) than to Justice sanctions.
4
Policies Code of Conduct Guidelines
Model Rules Rules Instructions
Goals Determination of behaviors
Determination of responsabilities
Determination of behaviors
Influence Engaging Ethical Practical
Contain Rights, duties Values, concepts Do’s, don’ts
Example Privacy Policies Code of Business Webmaster guidelines
Why guidelines?
5
« A 17-year-old boy arrested as part of an investigation into Twitter messages sent to the diver Tom Daley after he and team-mate Pete Waterfield missed out on a medal on Monday has been issued with a harassment warning. »
Why guidelines?
6
Your employees are your best brand ambassadors but they can be your worst destroyers if they don’t learn how to use social media correctly.
Why guidelines?
7
Even for your community managers, things are not always clear… You need to set-up conversation guidelines.
How to start with guidelines?
8
The challenges
1. Format • Make them clear, easy • Make them fun • Engage
2. Implementation • Involve the whole company • Define the limits
3. Education • Find a SPOC • Make them accessible • Explain, develop, teach
4. Pertinency • Adapt the document to personal
experiences • Keep them current • Review guidelines after incidents
9
Format
Implementation
Education
Pertinency
The basics
1. Professional versus private
Ø Limits of transparency Ø Who are you? Who are you speaking for?
2. Data protection
Ø « Oubli numérique » Ø Confidentiality
3. Responsability
Ø Personal versus professional Ø Add values Ø Think before you ink
10
The basics
4. Respect
Ø The audience Ø The copyright Ø Legal aspects and terms of use Ø Company reputation
5. « Sanctions »
Ø Show the importance and the relevance of those rules
11
Cases
12
Cases: MeltWater Group guidelines
13
Cases: Employees
14
Conclusion
15
Conclusion
16
close your eyes about social media
make it simple, make it fun
make your employees proud of working for you
avoid any issue to happen
See you next Friday Session!
§ Do you want to be the next speaker for a FAS? Tell us @cleverwood or at info@cleverwood.be § Did you enjoy it? Come for next FAS!
• FAS #49: Legal aspects for social media - 12/10 • FAS #50: Latest SoLoMo trends - 26/10 • FAS #51: Basic PhotoShopping techniques without using PhotoShop - 23/11 • FAS #52: Handling a crisis online: before-during-after (practical cases) - 14/12
§ Do you want to know more? Visit www.cleverwood.be
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